JTI has expanded its Amber Leaf Roll Your Own (RYO) range to include a new premium variant.

Amber Leaf Signature Blend is available from the first week in August in a 10g ‘3 in 1’ crushproof box (rrp £3.65) and a 20g pouch with papers (rrp £6.99). Standard and pricemarked packs are available. It is billed as the first organically grown tobacco leaf RYO product to be sold in Europe and has been developed in response to a growing demand for organic tobacco products.

JTI’s head of communications Jeremy Blackburn said: “Amber Leaf Signature Blend is a unique proposition in a RYO market that continues to perform strongly. Allowing retailers to respond to the growing market for hand-rolling tobacco, its addition to the house will enhance the range and strengthen the brand. Furthermore, retailers stocking Signature Blend will benefit from an impressive 13% POR.”

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